This document outlines Younesse Zouane's presentation on mastering case study analysis and marketing. It discusses scanning a case study document, analyzing internal and external factors, formulating alternatives, and implementing solutions. The presentation emphasizes developing skills in analytical thinking, argumentation, teamwork and presenting to solve marketing case studies. Winning allows participation in future competitions which look impressive on resumes and help guide career or education paths.

1. M ASTER C LASS M ARKETING

2. WHO? • Younesse Zouane • Bachelor of Commerce student • Winner @ Master Class Marketing 2010 • Participant @ NIBS Case Competition 2010, Canada

3. TODAY 1. Master Class Case Solving 2. Personal Benefits 3. Questions & answers

4. 1. Master Class Case Solving

5. Caution: This is not “ the way” to solve a case

6. SCANNING • Title • Subtitles • First paragraph • Last paragraph

7. SCANNING Title “ The Women’s Tennis Association Comes to China – But Who?” Problem What is the optimal mix of staff that should be used for the new Asian headquarters of the Women’s Tennis Association?

8. SCANNING Subtitles • .. History of Pan Boricua.. • ..The bread industry of United States.. • ..Hispanics and boricuas as consumers ..

9. SCANNING First & last paragraph • ..it was September 4, 2007.. • ..WTA opening an Asian regional office.. • ..how to staff the local office.. • ..optimal mix of expatriates and locals.. • ..chief operating officer of the WTA.. • ..recommendations by end of the week..

10. READING • Set a time limit - 4 hour case = 45 minutes • Read the most important parts - Skip parts when short on time • Take notes - One A4 maximum - Mark important parts • Reread the first and last paragraph - You will understand them better

11. BRAINWRITING • Exchange notes with teammates • Read notes and add comments • Repeat for every teammate • Conclude preliminary problem

12. ANALYSIS Internal Analysis + External Analysis = SWOT confrontation

13. ANALYSIS • Internal & External Analysis - What are the positive points? - What are the negative points? - Use theory when possible - Keep it relevant - Analysis must lead to your problem later on

14. ANALYSIS • SWOT matrix - Summary of analysis - Keep it realistic - Only list most important points

15. CONCLUDING What are the most important issues this company is dealing with? - Usually there are multiple issues - What affects business the most? - This is the most critical issue - Use your preliminary problem

16. CONCLUDING • Key problem - What is the most important issue? “ Lenovo needs a marketing and branding strategy to compete globally without damaging their image” • Key question - What question needs to be answered? “ What strategy should Lenovo use to build a competitive, global brand?”

17. SOLVING • Alternatives - Form alternatives that solve the problem - Alternatives must exclude each other! - Take consequences into account - Think from a strategic level - Be creative, write everything down - Choose wisely Option #1: Increase advertising Option #2: Hire more sales advisors Option #3: Launch new website Wrong!

18. SOLVING • Alternatives - Weigh out the pros & cons Alternative #1 Alternative #2 Alternative #3 Pros Pros Pros + + + + + + + + + Cons Cons Cons - - - - - - - - -

19. SOLVING • Alternatives - Calculate the outcome

20. SOLVING • Alternatives - Use a decision matrix Weight Alternative #1 Current location Alternative #2 New location Alternative #3 Close shop Investment 0.2 1 3 3 Risk 0.2 1 3 1 Customer acceptance 0.2 2 3 1 Space available 0.3 3 1 1 Sales improvement 0.3 2 1 2 Total 2.3 2.4 1.9

21. SOLVING Just remember to: • Choose wisely • Be convincing • Backup your solution

22. IMPLEMENTATION Implementation = different plans Research & Development Human Resources Distribution Marketing • Choose plans depending on the problem and your solution • Try to divide plans between teammembers • But.. • Don’t forget to communicate!

23. IMPLEMENTATION Be specific - Always as specific as possible Think of all consequences - Both positive and negative Use your available “tools” - Keep in mind strengths & weaknesses Always ask one question - Would I give my approval to this solution and implementation?

24. IMPLEMENTATION Financial figures - Business decisions come down to one thing: $$$ - Always support your solution with financials

25. IMPLEMENTATION If you have time left you can also add: • Risk management - What are the risks of the solution? - How will we overcome them? • Contingency plan - What’s plan B?

26. SUMMARY

27. PRESENTATION • Less is more • Use graphics • Always explain why • Be convincing • Backup your solution • Act like a team

28. 2. Personal Benefits

29. COMPETENCIES • Analytical skills • Argumentation • English • Presentation skills • Flexibility • Teamwork • Working efficiently • Creativity

30. EXPERIENCE “ Winner of Master Class Marketing 2011” “ Participant at NIBS Case Competition 2011” Will look great on your resume!

31. INTEREST Work or continue study? What company do I want to work for? What job function would I like? What are my areas of interest?

32. FUN Exceed yourself

33. FUN Sightseeing

34. FUN Party

35. FUN Ride cool vehicles

36. FUN Dance

37. FUN Fancy dinners

38. FUN Drinking games

39. FUN Make new friends

40. FUN Win!

41. What do I need to do?

42. MASTER CLASS MARKETING

43. CASE COMPETITION TRAINING The winners are directly qualified for the training All semi-finalists can qualify for the training

44. NIBS CASE COMPETITION Of all Case Competition Training students 4 will be selected to participate at the NIBS Case Competition Will you be one of them?

45. NIBS CASE COMPETITION • February 2012 • 10 teams • 3 rounds • Semi-finals • Finals • One winner • Next year @ your school

46. NIBS CASE COMPETITION Last years competitors Country School Canada Bishops University Canada Carleton University Canada Concordia Univeristy Canada Memorial University of Newfoundland Ierland Dublin University of Technology Nederland Hogeschool Rotterdam België Katholieke Hogeschool Leuven Finland Lahti University of Applied Sciences Verenigde Staten Salisbury University Verenigde Staten Southeast Missouri State University

47. 3. Questions & Answers

48. ?

49. Thanks & Good Luck! :-)